Sheena Butler Young

New York

Senior Correspondent at Business of Fashion (BOF)

Mommy to the most amazing little boy + Senior Business Editor @footwearnews

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Articles

The Debrief | Why Hailey Bieber Won the Celebrity Beauty Lottery

4 days ago | businessoffashion.com | Brian Baskin |Sheena Butler Young |Priya Rao

Analysis and advice on the fast-evolving beauty business. Luxury fragrance houses like Marc-Antoine Barrois, Amouge and Krigler are pouring investment into their retail spaces, master perfumers and artisanal manufacturing — and reaping double-digit sales growth. Global Livestream – Monday, June 9 and Tuesday, June 10, 2025. Hair tools have been thrust into the spotlight as brands try to create inclusive marketing campaigns that speak to the curly, coily and tight-textured consumers.
The Debrief | Beauty Is in Its Flop Era

1 week ago | businessoffashion.com | Brian Baskin |Sheena Butler Young |Daniela Morosini

Listen to and follow the BoF Podcast: Apple Podcasts | Spotify | OvercastThe beauty sector historically thrived during economic downturns, earning a recession-proof reputation encapsulated in the “lipstick index.” However, recent earnings from major beauty conglomerates like Estée Lauder, L’Oréal, Coty and Shiseido indicate that beauty’s resilience is being tested. Sales are declining, layoffs are coming and consumer habits appear to be shifting dramatically.
The Debrief | How Fashion Brands Build Community in 2025

2 weeks ago | businessoffashion.com | L Takanashi |Sheena Butler Young |Brian Baskin

Listen to and follow ‘The Debrief’: Apple Podcasts|Spotify|OvercastAs inflation bites and politics polarise, the fashion industry in 2025 is facing unprecedented pressure to hold onto its customers. Brands are looking to community as a deeper and more emotional form of engagement. But building true community takes more than buzzwords.
The Debrief | The Trade War’s Off, For Now. What’s Next for Fashion?

3 weeks ago | businessoffashion.com | Cathaleen Chen |Marc Bain |Sheena Butler Young |Brian Baskin

Listen to and follow ‘The Debrief’: Apple Podcasts | Spotify | OvercastOn May 12, the US and China reached a deal to temporarily reduce tariffs for 90 days, offering a breather from an escalating trade war. Stocks surged on the news, but experts warn this relief might not fully resolve deeper industry uncertainties or consumer anxieties.
The Debrief | TikTok, Tariffs and Luxury’s Fake News Problem

3 weeks ago | businessoffashion.com | Sarah Kent |Sheena Butler Young |Brian Baskin

Listen to and follow ‘The Debrief’: Apple Podcasts | Spotify | OvercastA strange new genre of TikTok videos is challenging long-held assumptions about how luxury products are made. Often shot in anonymous Chinese factories, these videos claim that the so-called “superfakes” flooding the market are indistinguishable from, and sometimes made in the same factories as, high-end bags from the likes of Chanel or Louis Vuitton.
The Debrief | Celebrating Black Style Inside the 2025 Met Gala

1 month ago | businessoffashion.com | Brian Baskin |Sheena Butler Young |Malique Morris

The author has shared a Podcast.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.
Skechers’ $9.4 Billion Blockbuster Buyout, Explained

1 month ago | businessoffashion.com | Sheena Butler Young |Cathaleen Chen

Brazilian private equity firm 3G’s $9.4 billion acquisition of the sneakers brand Skechers — the second-largest fashion deal ever, after LVMH’s 2020 takeover of Tiffany — came as a complete surprise to investors and industry observers. The buyer and seller make for an unlikely pair: 3G is best known for snapping up Burger King, Tim Horton and Kraft Foods (it sold its stake in the latter last year); it has never operated a fashion brand.
AI Is Coming for Fashion’s Creative Class

1 month ago | businessoffashion.com | Sheena Butler Young

Earlier this year, when Veronica Zhai was preparing to launch her bespoke luxury brand Zhai, she knew her marketing budget would be tight. Agencies and seasoned brand strategists charged anywhere from $5,000 to $30,000 a month, beyond what she could afford before she’d brought in any real revenue. So Zhai turned to ChatGPT. “AI does a lot in terms of the digital marketing effort,” said Zhai, a New-York based designer who previously worked as a trader at JP Morgan.
The Debrief | Are Viral Microtrends Losing Their Cool?

1 month ago | businessoffashion.com | Brian Baskin |Sheena Butler Young |Joan Kennedy

The author has shared a Podcast.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. Subscribe to the BoF Podcast here. Viral microtrends, the fleeting aesthetics popularised on platforms like TikTok, have defined recent fashion moments for young consumers.
The Debrief | The Power of a Luxury Handbag

1 month ago | businessoffashion.com | Sheena Butler Young |Simone Stern Carbone

The author has shared a Podcast.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. Subscribe to the BoF Podcast here. From the legendary Hermès Birkin to recent sensations like Alaïa’s Teckel, luxury handbags have long held a distinctive power within the fashion world.